Coca-Cola Life seeks 1+1=3 effect: Packaging guru

On June 26 The Coca-Cola Company announced that it was launching the first Coke sweetened with stevia​, in a mid-calorie offering targeting the Argentinian market.

Included in its pack mix (alongside cans and glass) are a couple of plant-based PET (polyethylene terephthalate bottles), Coke’s much vaunted PlantBottle made using 30% plant-based PET derived from sugarcane ethanol.

Coke cultivates ‘cutting edge’ leadership role​

Streeter, who is director of CPS International and Packaging Innovations Director at research firm Datamonitor, said: “Putting aside the taste discussions there is to me a determined move to give Coke an additional cutting edge leadership role – I speculate – to develop a caring nature, health and well-being boost to the brand equity.”​

“I wonder in fact if this is Coca-Cola seeking a 1+1=3 effect or part of it,”​ he told this publication.

“I suspect too that Argentina is the launch country for a potential global rollout, once market reaction is fully understood, accounted for and brand security assured,”​ Streeter said.

Streeter described stevia with its natural origins and the plant bottle with its nature-based component as a “strong partnership”.​

“I see this as a smart move. Also it is a strategic one. Coca-Cola has publically stated that they want to make a 100% bio-sourced PET equivalent bottle, so the Argentina launch is a stepping stone on that strategic road and all that it may hold for the brand.”​

‘Nature equity’ drawn out of packaging​

Given that PlantBottle technology is licensed to other brand owners – Coke’s JV partner in the venture is H.J Heinz – Streeter wondered whether they would seek more ‘nature equity’ out of the packaging material for their brands in future?

“And is not curious to see sugar, a key original ingredient of all colas, get moved to being a source of the packaging and not the product,” ​he added.

Coca-Cola also made another significant packaging move today, introducing a new range of 250ml ‘slim cans’ onto the UK market for use with making it the lowest offer below 330ml.
Jon Woods, general manager, Coca-Cola Great Britain & Ireland, said the launch offered a good value “handy”​ can size.

“It also forms part of our ongoing commitment to provide…greater choice in terms of calories and portion size, supporting our goal of helping to promote greater awareness of energy balance in diets across the UK,”​ Woods added.